By Richard Rosen
Supplying a typical language, higher strategies, and a collection of functional instruments, Convergence advertising is a real-world consultant that effectively combines the simplest of brand name and direct into anything extra robust and powerful than both might be by itself. Convergence advertising and marketing bargains the type of real-time responsibility that positions advertising as a necessary and powerful portion of leadership's total company technique. Convergence brings model and direct including recognize to either disciplines, in the similar silos. And it bargains the mandatory instruments and procedures that bring larger effects. Our international industry calls for not anything below this totally built-in method. Convergence advertising and marketing is the most important to moving advertising communications efforts from a cost-based to a profit-driven version and should have your CFO begging you to spend more cash.
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Extra resources for Convergence Marketing: Combining Brand and Direct Marketing for Unprecedented Profits
I felt like Rodney Dangerﬁeld—I got no respect! S. Bank, onto the desk of the creative director. ” Ah, happy times. Several years into this experiment, the concept hadn’t even left the starting gate. There we were, 60 of us from six divisions, 1 Stephen Sondheim (lyrics), and Leonard Bernstein (music), “Gee, Ofﬁcer Krupke,” West Side Story. West Side Story © 1961 United Artists Pictures, Inc. All Rights Reserved. 12 Wh y C o n v e r g e n c e M a r k e t i n g ? pretending to work in harmony. Everyone remained safe in his or her silo, and integration was nothing more than a concept.
Combine the disciplines to inﬂuence behavioral change in realtime. The fusion of brand, direct, and sales gives us greater perspective for understanding the individuals and their behaviors, thus providing greater opportunity for us to interact with them and inﬂuence behavioral change. Create a customer rather than a transaction. Historically, marketing and sales operate in short-term thought. You can see it in those industries that push for the fast sale, the quick ﬁx, such as insurance and auto dealerships.
We also need to care about what it’s worth in real time, not because its fun to run numbers, but because we can leverage what we’ve accomplished and replicate it with precision via all media. Rather than recreating the wheel each time, we can replicate our success and make bigger money, faster. It’s what we’ve been hired to do, and we should all want it to go faster. Vive la Différence! The new model differs from the old by quickly getting the individual to interact with the brand, via one-on-one dialogue, via all media.
Convergence Marketing: Combining Brand and Direct Marketing for Unprecedented Profits by Richard Rosen